Setting Parent Expectations

Life is a sales call. Everything we do in life is some form of a sale. Either we are trying to sell the parent and athlete or they are trying to sell us.

The question is, “Who’s buying?”

During the first conversation with a parent, you and your staff must set the expectations of the class.  Be honest with the parents.

• Parisi Pee Wee class will be many kid’s first experience participating in a structured, independent class.
• Several children will not be ready to let go of their parent’s hand.
• Do not be afraid to tell the parent that their child is not ready for this class.
• Encourage these kids to watch from the sidelines. No class ins and outs.
• Parents remain in the lounge and separated from their child.
• This is not a ‘mommy and me’ class.

The Initial Point of Contact

The presale process begins at the initial point of contact (IPOC) with a potential  client.  There are a variety of ways in which a customer may learn about your business and the classes that you offer. But it is important to also track how they actually initially reached out to you.  The IPOC is not the same as the marketing, branding or advertising.  While these efforts overlap, the IPOC is how did your facility first communicate with the client. This may start with a digital form of communication like a lead generation widget, or the client simply called your facility.  If your initial form of contact was digital, the goal is to confirm by phone and make an outbound call.  Many facilities have a system where these two processes happen simultaneously.  Whichever method of communication was used by the client to reach out to you or first inquire about your programs, it is ideal to confirm details with an outbound phone call and an email.  

Here are some examples of initial points of contact.

• Social media channel instant messaging
• Lead generation form from your website
• Lead generation form from social media
• Landing page from an ad.
• Website A.I. bot
• Phone call.
• Face-to-face at a marketing event.

The phone call and follow up email is a critical part of the sales process.  This presale phase sets the client’s expectations.  It is during this phase that customers are getting key logistical details like : address, parking, arrival time, attire, class description and general cost.  If these details are not correct, it is hard for your potential customer to have the best experience possible.  

It is important to properly train your staff how to answer the most common questions about your various classes.  It is great to create a script for your front desk staff that answers the most common questions.  Also provide your staff with a list of questions to ask during this initial call or conversation so your key sales staff can follow up with a strategic approach whether it is a return call or follow up via email.

Here is a list of questions that are ideal to ask when talking to guardians of young children during the initial point of contact.

• How old is your child? 
  • Once answered, respond with : “Wonderful, we have XX classes available for that age group.”
• What is your child’s name?
  • Once the client has answered (for example Sarah).  Get the guardian’s contact information at this point.  It is important to get it early in the call since phone calls drop and people often have to jump off the phone. 

Use the child’s name moving forward in every part of the conversation.

• Where does Sarah go to school?  
  • Once answered, respond with : “Is this Sarah’s first class or is she involved in any other type of activities?”
• Let me tell you what we have available for Sarah’s age.
  • At this point, you want to make sure you properly describe the Parisi Pee Wee. Here is one basic response to summarize your Parisi Pee Wee class (es).  Respond with : We offer an active class that builds a child’s confidence while teaching them key athletic movements. The class is clever in how it develops the child’s gross motor skills and coordination. It is structured and also aids in building a child’s ability to follow directions, because coachability is an important skill as well.  The coaches gamify the lessons which makes it super high-energy and playful.

Allow the guardian to ask questions at this point.  Whether they ask questions or not, make sure you mention the process of coming for class. Write down all the details provided during this conversation.

• Would you like me to: email you a schedule, when are you available for a tour,  book their first class, pre-register Sarah a session. 
  • This is when you are selling.  Get them to commit to coming into the facility. If they are unable to commit, write down the reason why.  This will be a valuable piece of information in your next outreach or follow up.

Before you leave the conversation, make sure to outline the check-in process for your facility/Pee Wee class

• When Sarah arrives for class, you will check in at the front desk.  She will remove her shoes or place her coat in a  cubby (whatever the process is).  You will be able to wait in the lounge while Sarah takes class.  If they ask if they can be in the classroom, you should respond no. This is a good time to make sure a parent understands that the child must be able to take this class independently.
• If this customer is a walk-in, you should still follow this conversational outline, but also give them a tour at the same time.  Once you have locked down a visit to your facility or confirmed their purchase over the phone send an email confirming them.
• Before hanging up ask:
  • Do you know where we are located? 
  • Do you need directions to our facility?
• Finish by summarizing any details and let them know exactly the time they should arrive and the proper training attire for Sarah.

“If you can’t smile, you can’t sell anything!” – Chinese Proverb